General Bank Management Marketing Management for Bankers MODULE D. C A I I B. What is Marketing…??. Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories? All of the above, plus much more!. Marketing = ?.
Marketing Management for Bankers
C A I I B
of Buyers)Simple Marketing System
PromotionThe 4 Ps & 4Cs
Utility, Value &
RelationshipsCore Concepts of Marketing
CompetitionIn order to understand Marketing let us begin with the Marketing Triangle
CUSTOMER IS . . . . .
Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption thatsatisfiesa want or a need
Strategic marketing management is concerned with how we will create value for the customer
Asks two main questions
Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities.
Also called Strategic Management Process
All organizations have this
Can be Formal or InformalStrategic Planning
(Strength/ Weakness analysis)
Opportunities & Threats
Strength & Weaknesses
Identity Core Competencies
Fit internal Competencies with external opportunities
Situation or SWOT Analysis
Implementation Evaluation, Control
The Marketing Process
Target Market Strategy
Factors Influencing Company’s Marketing Strategy emerging as an entertainment medium ?
External Environment emerging as an entertainment medium ? is not controllable
External Marketing Environment
Physical / Natural
The macro-environment emerging as an entertainment medium ?
P r o d u c t emerging as an entertainment medium ?
Product is . . . . . emerging as an entertainment medium ?
Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need
PRODUCTS emerging as an entertainment medium ?
ProductsTypes of Products
Product Item emerging as an entertainment medium ?
A specific version of a product that can be designated as a distinct offering among an organization’s products.
A group of closely-related product items.
All products that an organization sells.Product Items, Lines, and Mixes
Width of the product mix emerging as an entertainment medium ?
Blades and Writing
razors Toiletries instruments Lighters
Fusion – 5 blade
Mach 3 Turbo
Mach 3 Series Paper Mate Cricket
Sensor Adorn Flair S.T. Dupont
Trac II Toni S.T. Dupont Atra Right Guard
Double-Edge Soft and Dri
Lady Gillette Foamy
Super Speed Dry Look
Twin Injector Dry Idea
Techmatic Brush Plus
Depth of the product linesGillette’s Product Lines & Mix
Banking, stock broking emerging as an entertainment medium ?
Restaurants, bars, catering
News and entertainment
Transportation (freight and passenger)
Wholesaling and retailing
Repair and maintenance
Professional (e.g., law, architecture, consulting)Some Industries - Service Sector
Major Service with
Product = Service
Major Product with
Materials / Components
Pure Tangible Product
Major Characteristic of Services emerging as an entertainment medium ?
Organize by product units Traditional “4Ps”
Focus on profitable transactions
Look primarily at financial scorecard
Focus on shareholders
Marketing does the marketing
Build brands through advertising
Focus on customer acquisition
No customer satisfaction measurement
Over-promise, under-deliverWhat Changed in Marketing…
Are Banks truly Traditional “4Ps”
marketing-savvy and customer - centric?
Myth 6 Traditional “4Ps” – No difference between marketing & selling
Myth 7 Traditional “4Ps” – In the absence of relationships ‘trust’ builds financial brands
The real differentiator of Traditional “4Ps”
customer – centricity in a commoditised world of financial products -
Customer Service !